Do Purpose: Why brands with purpose do better and matter more
By David Hieatt
I first came across The Do Book Company about a year ago – an amazing brand with some really quirky little books, focusing on unusual and inspiring topics.
The publishing company was founded on the back of another pioneering brand, The Do Lectures, created by David Hieatt and his wife Clare, and represents the epitome of the power of storytelling.
Watching these lectures inspired publisher and editor Miranda West to take a leap of faith in creating the ‘Do’ series of books. As catalyst for both brands, David Hieatt is writer and entrepreneur who has a colourful background in both corporate and entrepreneurial roles, with a sharp eye for good design and a passion that is rooted in the power of being different. He resolutely does not follow the crowd, but instead forges a path to find a loyal ‘tribe’ in all his endeavours.
Despite ‘Do Purpose’ being published in 2014, it still has the power to resonate loudly with the audience of today. This handy-sized little book takes the reader through a collection of real life stories, examples, questions and challenges to find purpose and passion for their own brand.
With this in mind, the book is clearly aimed at entrepreneurs and business owners. However, there is much to learn here too for the corporate executive. The passion and enthusiasm with which it is written, sprinkled with some great imagery to punctuate points and add more than a little humour, make it an engaging read and a quick one – great for those seeking a swift motivational hit (or kick up the backside!)
In a nutshell, Hieatt offers a series of chapters which lead the reader through the process of finding purpose in their brand. These include:
Purpose – where he urges the reader to ‘define the change you will make’ and makes the distinction between ‘hot’ and ‘cold passion’ – the latter being what you need to ensure you can endure the trials and tribulations of the journey.
Time – the enemy! We all know it. There are 84,600 seconds in a day and we are urged to use them wisely. That includes an instruction to ‘turn the internet off’ – and we all know that is the biggest time stealer ever created.
Ideas – this is a challenging chapter with 23 questions to ask about your idea to determine its true value and longevity. It’s potentially a necessary heartbreaker.
Brand – Hieatt is strict here. This is not just a cool logo, it must be ingrained and the centre of everything, every decision, every choice, every step forward.
People – we all know having a great idea is not enough. We cannot do everything and must have a team who share our passion to make things happen. ‘Hire slowly, fire quickly’ is emphasised here, and they are wise words if you want your brand to thrive and grow. Time and progress are eaten up if the wrong person lingers in the wrong job for too long.
You – the final chapter, and rightly so. To make things happen you must be ‘match fit’. Sleep well, eat well, rest and recover. We all know it, but we are urged to take heed here and truly understand that our own energy feeds our goals, so we must be mindful of this most valuable resource. Nurture and cultivate it, as a rested mind is creative and resilient.
All in all this is an inspiring book. There are lessons for all who carry responsibility for the direction of travel in their teams and, in terms of detail, it is just enough to get the little grey cells fired up, but not so much you get bogged down in technicalities. Perfect to get you started on your journey.
If you are on the verge of creating something new, be it a new business, product, or service, I urge you to buy this book. It might just spark something in you which leads to something quite exceptional…
